When making a decision to purchase something, be it a product or service, I am one of those people who insist on undertaking research beforehand. Now, I’m not talking about everyday purchases, such as groceries or fuel – although to be fair, there is very often financial merit in shopping around for both. I am talking about something – whether for business or home use – something that I would say needs to “win my confidence” in order for me to part with my hard earned money.
Quite often, this research will take some time; there have been occasions when it has actually taken months, as it may require a visit or indeed visits to a particular business or location; product sampling, comparisons and references as well as numerous conversations with friends and colleagues and, of course, my wife. This process, I am very well aware, can often end up infuriating my wife who, whilst not prone to making hasty decisions, ultimately just wants to get the product purchased and/or the job done.
Now I have to admit there have been occasions when a short cut through my preferred process has been required, either as a form of compromise or indeed where I am short on time to do my own research. On such occasions, the shortcut will see me go straight to a specialist or the brand leader. Going to a specialist gives me the confidence that I will be dealing with a trained individual or team with the required knowledge and understanding of what I’m looking for; they are professionals in their field. And of course, the power of a leading brand is such that the consumer makes a decision to purchase with confidence in what that brand represents and will deliver. In taking either of these shortcuts, I know I will get what I am looking for and actually it may or may not cost me any more than if I had originally shopped around.
It is with this mindset that I believe a tanning salon can look to set itself apart, particularly in a competitive location. People will always have a choice. For some, price point will be king; for others is will be access to a particular product and so on. Increasingly, I believe people will demand to tan in an environment that screams professionalism. Having a properly trained staff is a vital component and will certainly engender confidence in anyone looking to dip a toe in the water with tanning beds. Promoting this fact across social media, your website and all other communications will also help foster confidence. And, of course, a trained staff is an important retention tool for your existing customer base.
Training is an excellent business investment that delivers rewards for your customers and your staff. Who doesn’t love walking into a welcoming environment where the staff and service generate a smile of confidence. And, it’s a fact that people work harder and remain longer with a business where they are invested and feel a valuable member of the team. So, as the business owner, when things are looking good with your customers and your staff, then it should follow that it stacks up well for your business, your bank balance and your stress levels.
What’s not to love?
Training is a business investment that delivers rewards for your customers and your staff.
